Finding the Male Tennis Stars in ChinaPresented by Jonathan Fein

Overview

Chinese Men vs. WomenThe ProblemThe ProgramUnder ArmourThe Chinese MarketThe Cost

The Chinese Men

No grand slam quarterfinal appearancesNo player ranked in the top 100 ATP Rankings

Shao-Xuan Zeng is the highest ranked men’s player

367

The Chinese Women

Unprecedented success3 grand slam semifinal appearances in singles2 grand slam doubles titles1 Olympic gold medal in doubles

The Golden Flowers: Zheng Jie (left) and Li Na (right)

Minor Changes

The need for better teachingThe need for greater freedomStill must stay true to the Chinese system Michael Chang

The Program

A 3 month summer program10 youth players (ages 8-10)2 Chinese coaches (one must be fluent in English)

Why Bollettieri tennis?The alumniThe coachesThe experience

Under Armour Generates over $700,000,000 in annual revenue

Only 4.6% of net sales from outside the U.S. and Canada

China:Population: 1,338,612,968The “Yao Ming effect”

Under Armour Tennis

Sponsors two players currently in the top 101 ATP Rankings

ATP Rankings Player Apparel Sponsor1 Roger Federer Nike2 Novak Djokovic Adidas3 Andy Murray Adidas4 Rafael Nadal Nike5 Juan Martin Del Potro Nike6 Nikolay Davydenko Airness7 Andy Roddick Lacoste8 Robin Soderling Lotto9 Jo-Wilfred Tsonga Adidas10 Marin Cilic Fila41 Igor Andreev Under Armour

101 Robby Ginepri Under Armour

Impact of Trust on Brand Loyalty

“Do not sacrifice long-term positioning for short-term gains”

Under Armour must maintain its premium image

Study the Li Ning company

The Chinese Market

*Consumers below 32 years of age in China

TrustOther Factors

25%

75%

The Cost

The academy $21,360/personRoundtrip airfare $1,364/personMiscellaneous expenses $500/person

Under Armour apparelSpending money

Trip to China (by UA) $5,000Total cost (12 participants) $283,688

此关必守 ! - We Must Protect this House!

The Rate of Sports Participation by Ages (2000)

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Sports Participation in China

http://www.metromodemedia.com/images/Features/Issue%2036/china-flag-boy.jpg

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http://www.topnews.in/sports/files/Zheng%20Jie%20and%20Li%20Na.jpg

http://tennisworld.typepad.com/photos/uncategorized/chang.jpg

http://www.facebook.com/video/?id=49137426011

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http://newsimg.bbc.co.uk/media/images/44709000/jpg/_44709248_ginepri_ap_416.jpg

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http://www.google.com/finance?q=NYSE:UA&fstype-ii

http://www.wikinvest.com/stock/Under_Armour_(UA)

http://seekingalpha.com/article/57048-building-brand-loyalty-in-china

http://www.youtube.com/watch?v=n-KUNWb4rxM

http://www.atpworldtour.com/Rankings/Singles.aspx

http://www.imgacademies.com/nick-bollettieri-tennis-academy/programs-prices/

http://www.kayak.com (Beijing to Bradenton)

http://irs.sagepub.com/cgi/reprint/42/4/441

Sources